"Initial testing of the significance of graphic design and content in their role in the effectivity of advertising flyers to consumer purchase behavior"

• Main Author: Paredes, Miguel Paolo L.
• Format: text
• Published: Animo Repository 2018
• Subjects: Advertising fliers; Consumer behavior; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/6623
• Institution: De La Salle University

Flyers fall under the category of printed direct marketing communications. As the production of these advertising materials constitute a significant form of cost for retailers and businesses, it is prudent to look into processes in determining effective results. What characteristics of flyers significantly affect effectivity? This study hopes to identify aspects in this marketing communication strategy, specifically, the role of two elements: graphic design and information content of flyers in their role in the effectivity in affecting attitude in flyers towards response behavior of consumers. This study will serve as an initial overview of a sub-topic, of which will make up a larger body of work in the future. It is hoped by the researcher that initial insights may lead towards further developing methodologies and direction before embarking into further phases of the main research. This study’s objectives will be to determine the extent of influence of attitude towards response behavior and the whether graphic design and content will have a moderating effect on attitude. An online survey with twenty-nine (29) questions was utilized to gather data of which 123 respondents participated. Respondents ranged from 19 yrs-68 yrs of age, answered an online survey via Google survey. R-Studio was the primary tool to run diagnostics and regression models on gathered data.